Transcript File - BBB4M - International Business

Branding and Packaging > Packaging
Packaging
• The Purposes of Packaging
• Packaging Considerations
• Packaging Strategies
• Product Labeling
• Product Warranties
• Problems with Packaging
• Global Considerations in Branding and Packaging
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Branding and Packaging > Packaging
The Purposes of Packaging
• Considering the importance placed on the package, it is not surprising that a great
deal of research is spent on motivational research, color testing, psychological
manipulation, and so forth, in order to ascertain how the majority of consumers
will react to a new package.
• A common use of packaging is marketing. The packaging and labels can be used
by marketers to encourage potential buyers to purchase the product.
• Packaging is also used for convenience and information transmission. Packages
and labels communicate how to use, transport, recycle, or dispose of the package
or product.
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Branding and Packaging > Packaging
Packaging Considerations
• While the development of a package (or component) can be a separate process,
it should be linked closely with the product to be packaged.
• With some types of products, the design process involves detailed regulatory
requirements for the package. For example, toxicologists and food scientists need
to verify that the packaging materials are permissible under applicable
regulations.
• Package development should involve considerations for sustainability,
environmental responsibility, and applicable environmental and recycling
regulations.
Wasteful Packaging
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Branding and Packaging > Packaging
Packaging Strategies
• Enhanced functionality is a key way to add value to packaging. Use packaging
functionality to bring new benefits to the category/brand and to differentiate from
competitors.
• It's crucial to understand if your brand is appropriately dressed for the markets
and cultures it operates in. Research at the beginning of a launch, re-positioning
or development process can really give your product the opportunity to shine.
• Marketers must start seeing packaging as an investment, not a cost if they want
to remain competitive. Pack design should be given the same consideration in the
mix – it is a ‘guaranteed' daily connect with consumers.
LeapPad Advertising
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Branding and Packaging > Packaging
Product Labeling
• In some countries, many products, including food and pharmaceuticals, are
required by law to contain certain labels such as listing ingredients, nutritional
information, or usage warning information.
• Labels are attached on the product package to provide information such as
manufacturer of the product, date of manufacture, date of expiry, its ingredients,
how to use the product, and its handling.
• Some labels include symbols to show product certifications, trademarks, or proof
of purchase. These symbols exist to communicate aspects of consumer use and
safety.
Labels Indicating Recycled Material
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Branding and Packaging > Packaging
Product Warranties
• Behind every product is a series of supporting services, such as warranties and
money-back guarantees. In many instances, such services may be as important
as the product itself.
• Warranties are used to mitigate the risks of a malfunctioning product or the risk of
making a wrong purchase decision regarding misinformation about a product.
• A money-back guarantee, also know as a "satisfaction guarantee," is a simple
guarantee that if a buyer is not satisfied with a product or service, a refund will be
made.
AppleCare Warranty
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Branding and Packaging > Packaging
Problems with Packaging
• Marketers can use label information to mislead consumers by providing false
information to exaggerate the attributes of their product.
• There are many cases in which marketers use pictures in packaging that do not
represent the actual product.
• Some marketers label their products as environmentally friendly even though the
products don't actually have environmentally friendly attributes.
Misleading Labelling
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Branding and Packaging > Packaging
Global Considerations in Branding and Packaging
• Language differences cause many problems for marketers in designing
advertising campaigns and product labels. It is important to double-check the
translation of a marketing campaign to make sure the meaning being conveyed in
another language is the company's intended message.
• Colors also have different meanings in different cultures. Marketers should pick
country-appropriate colors to make sure the local consumers are not offended or
pushed away from the product due to colors used in the packaging.
• All cultures have their own unique set of customs and taboos. It is important for
marketers to learn about these so that they will know what is acceptable and what
is not for their marketing programs.
Pepsi Ads in Canada
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Appendix
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Branding and Packaging
Key terms
• category killer a product, service, brand, or company that has such a distinct sustainable competitive advantage that competing
firms find it almost impossible to operate profitably in that industry (or in the same local area)
• dialects A variety of a language that is a characteristic of a particular group of the language's speakers. The term is applied
most often to regional speech patterns.
• economies of scale The cost advantages that an enterprise obtains due to expansion. As the scale of output is increased,
factors such as facility size and usage levels of inputs cause the producer's average cost per unit to fall.
• ethics The moral principles that guide decision making and strategy.
• global marketing Global marketing is marketing on a worldwide scale, reconciling or taking commercial advantage of global
operational differences, similarities and opportunities in order to meet global objectives.
• marketing The process of communicating the value of a product or service to customers.
• marketing mix A business tool used in marketing products; often crucial when determining a product or brand's unique selling
point. Often synonymous with the four Ps: price, product, promotion, and place.
• new product development New product development (NPD) is the complete process of bringing a new product to market.
• point of difference A term used to describe the individual factors of a company's product which cause it to differ from its
competitors. It can be synonymous with a company's unique selling proposition (USP) although not interchangeable, and is
critical in defining the competitive advantage and branding strategy.
• The Fair Packaging and Labeling Act The Fair Packaging and Labeling Act is a US law that applies to labels on many
consumer products. It requires the label to state:The identity of the product;The name and place of business of the
manufacturer, packer, or distributor;The net quantity of contents;The contents statement must include both metric and US
customary units.
• touch point The interface of a product, service or brand with customers, non-customers, employees and other stakeholders –
before, during and after a transaction.
• Warranty an assurance by one party to the other party that specific facts or conditions are true or will happen; the other party is
permitted to rely on that assurance and seek some type of remedy if it is not true or followed
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Branding and Packaging
Misleading Labelling
Often, products will have words such as "fat free", "low-fat", or "organic" on the labels. Labels such as these may mislead the customer into thinking
something that may not be the case. For example, they may think there are no calories in a product, when in fact there are many.
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Wikimedia. "Berkeley Farms Fat-Free Half & Half." CC BY http://commons.wikimedia.org/wiki/File:Berkeley_Farms_Fat-Free_Half_%2526_Half.jpg View on
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Branding and Packaging
LeapPad Advertising
Educational toys advertise skills to be learned and are creatively packaged so that children will want to play with them.
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Wikipedia. "LeapPad." CC BY http://en.wikipedia.org/wiki/File:LeapPad.jpg View on Boundless.com
Branding and Packaging
AppleCare Warranty
AppleCare covers both global parts and labor repair coverage for the device, along with phone/Internet technical support for questions about Apple
hardware and software.
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Viewology. "DSC_0227 MacBook Pro 13′s Warranty Card, Manuals and Installation DVDs – Viewology.Net." CC BY-SA http://viewology.net/apple-macbook-prolaptop-unboxing-picture/1204/dsc_0227-macbook-pro-13s-warranty-card-manuals-and-installation-dvds/ View on Boundless.com
Branding and Packaging
Labels Indicating Recycled Material
Laws were passed in the United States to inform consumers as to whether the stuffed articles they were buying contained new or recycled materials.
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Wikimedia. "Recycle001." Public domain http://commons.wikimedia.org/wiki/File:Recycle001.svg View on Boundless.com
Branding and Packaging
Pepsi Ads in Canada
In Canada, all product labels must appear in both official languages: English and French.
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Wikimedia. "La Cage Aux Sports Now Serving Pepsi Products Sign." Public domain
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Branding and Packaging
Wasteful Packaging
The extra paperboard added is used to exaggerate the size of the package. This is also an example of wasting natural resources and energy, because
paperboard is a natural resource that requires the use of energy to manufacture.
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Wikimedia. "Excessive packaging example - Andes Crème de Menthe (cropped)." CC BY-SA
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Branding and Packaging
Which of the following best describes packaging's primary role in
the marketing mix?
A) To serve as a barrier from oxygen, water vapor and dust, and keep
contents clean, fresh and safe
B) To capture consumer attention and encourage potential buyers to
purchase the product
C) To communicate to consumers how to use, transport, recycle, and
dispose of the package or product
D) To improve tamper resistance or deter tampering, and help reduce the
risks of package pilferage
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Branding and Packaging
Which of the following best describes packaging's primary role in
the marketing mix?
A) To serve as a barrier from oxygen, water vapor and dust, and keep
contents clean, fresh and safe
B) To capture consumer attention and encourage potential buyers to
purchase the product
C) To communicate to consumers how to use, transport, recycle, and
dispose of the package or product
D) To improve tamper resistance or deter tampering, and help reduce the
risks of package pilferage
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Branding and Packaging
What communicates the brand and its benefits, protects the
product from damage, and presents government-required warning
information.
A) packaging
B) branding
C) differentiation
D) positioning
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Branding and Packaging
What communicates the brand and its benefits, protects the
product from damage, and presents government-required warning
information.
A) packaging
B) branding
C) differentiation
D) positioning
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Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0
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Branding and Packaging
Which of the following is an environmental consideration within
the design and development process for product packaging?
A) Labeling
B) Structural design
C) Energy recovery
D) Quality assurance
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Branding and Packaging
Which of the following is an environmental consideration within
the design and development process for product packaging?
A) Labeling
B) Structural design
C) Energy recovery
D) Quality assurance
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Branding and Packaging
What strategic step is recommended for ensuring that a product is
appropriately positioned within its target market?
A) Material changes
B) Updated graphics
C) Market research
D) Enhanced functionality
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Branding and Packaging
What strategic step is recommended for ensuring that a product is
appropriately positioned within its target market?
A) Material changes
B) Updated graphics
C) Market research
D) Enhanced functionality
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Branding and Packaging
National and international symbols typically serve which of the
following purposes on product labeling?
A) Product certifications
B) Trademarks
C) All of these answers.
D) Proof of purchase
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Branding and Packaging
National and international symbols typically serve which of the
following purposes on product labeling?
A) Product certifications
B) Trademarks
C) All of these answers.
D) Proof of purchase
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Branding and Packaging
Money-back guarantees are deemed effective only if
A) the product is targeted to certain market segments that perceive this
service as very important.
B) the product is superior and the product will be returned by only a few
people.
C) the product can be returned after a full season of use.
D) the product does not perform as expected at the time the sale occurs.
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Branding and Packaging
Money-back guarantees are deemed effective only if
A) the product is targeted to certain market segments that perceive this
service as very important.
B) the product is superior and the product will be returned by only a few
people.
C) the product can be returned after a full season of use.
D) the product does not perform as expected at the time the sale occurs.
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Branding and Packaging
To address customer concerns regarding product safety, which of
the following is the best course of action for a consumer products
company?
A) Avoid using packaging that is not tamper-proof
B) Avoid using packaging that is unattractive
C) Label their products as environmentally friendly
D) Label their products with statements describing product attributes
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Branding and Packaging
To address customer concerns regarding product safety, which of
the following is the best course of action for a consumer products
company?
A) Avoid using packaging that is not tamper-proof
B) Avoid using packaging that is unattractive
C) Label their products as environmentally friendly
D) Label their products with statements describing product attributes
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Branding and Packaging
To ensure product placement translates seamlessly abroad,
companies must use a marketing research system that
A) provides results that considers the product’s position in the
marketplace.
B) conforms to cultural customs and avoids local taboos.
C) conforms to cultural concepts of beauty and good taste.
D) provides results that can be compared across countries.
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Branding and Packaging
To ensure product placement translates seamlessly abroad,
companies must use a marketing research system that
A) provides results that considers the product’s position in the
marketplace.
B) conforms to cultural customs and avoids local taboos.
C) conforms to cultural concepts of beauty and good taste.
D) provides results that can be compared across countries.
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Branding and Packaging
Attribution
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• Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdf
• Wiktionary. "marketing." CC BY-SA 3.0 http://en.wiktionary.org/wiki/marketing
• Wikipedia. "Packaging and labeling." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Packaging_and_labeling
• Wikipedia. "new product development." CC BY-SA 3.0 http://en.wikipedia.org/wiki/new%20product%20development
• Wikipedia. "Toy advertising." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Toy_advertising
• Added Value. CC BY-SA http://www.added-value.com/source/2005/10/dress-for-success-%25E2%2580%2593-packaging-tipsfor-brands/
• Wikipedia. "touch point." CC BY-SA 3.0 http://en.wikipedia.org/wiki/touch%20point
• Wikipedia. "point of difference." CC BY-SA 3.0 http://en.wikipedia.org/wiki/point%20of%20difference
• Wikipedia. "marketing mix." CC BY-SA 3.0 http://en.wikipedia.org/wiki/marketing%20mix
• Wikipedia. "Category killer." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Category_killer
• Wikipedia. "Money back guarantee." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Money_back_guarantee
• Wikipedia. "AppleCare." CC BY-SA 3.0 http://en.wikipedia.org/wiki/AppleCare
• Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdf
• Wikipedia. "Warranty." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Warranty
• Wikipedia. "Warranty." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Warranty
• Wikipedia. "Global marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Global_marketing#Promotion
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Branding and Packaging
• Dropbox. CC BY http://dl.dropbox.com/u/31779972/Introducing%2520Marketing.pdf
• Wikipedia. "economies of scale." CC BY-SA 3.0 http://en.wikipedia.org/wiki/economies%20of%20scale
• Wikipedia. "global marketing." CC BY-SA 3.0 http://en.wikipedia.org/wiki/global%20marketing
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• Wiktionary. "ethics." CC BY-SA 3.0 http://en.wiktionary.org/wiki/ethics
• Wikispaces. "commerceshiksha - MARKETING MANAGEMENT-II GRADING, LABELLING,PACKAGING AND BRANDING."
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• Wikipedia. "Law label." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Law_label
• Wikispaces. "WFTPRINTPM - Packaging And Labelling." CC BY-SA
http://wftprintpm.wikispaces.com/Packaging+And+Labelling
• Wikipedia. "The Fair Packaging and Labeling Act." CC BY-SA 3.0
http://en.wikipedia.org/wiki/The%20Fair%20Packaging%20and%20Labeling%20Act
• Wikispaces. "vankaupp - Marketing 1 - Spring 09." CC BY-SA http://vankaupp.wikispaces.com/Marketing+1+-+Spring+09
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